At Professional Academy, we pride ourselves on shaping the next generation of professional marketers — equipping them with the skills and ethical insights to create impactful, inclusive campaigns. A recent report from the UK's Advertising Standards Authority (ASA), published on 19th June 2025, highlights a troubling trend that stands in stark contrast to the values we instil in our students.
The ASA's findings reveal how outdated and offensive portrayals of older people in advertisements are not only misrepresenting this demographic but actively alienating a significant and commercially valuable market. This article explores what the report found, why it matters, and what responsible marketing education looks like in response.
The ASA Report: A Wake-Up Call
The ASA's research, based on surveys and focus groups involving 4,000 adults, uncovered that over a third of respondents believe people over 55 are negatively stereotyped in advertisements. Examples cited in the report include a Strathmore Foods TV advert depicting an elderly man as grumpy and isolated, pinning a deflated football to his table with a knife, and a LinkedIn advertisement with the strapline "Parents don't get B2B" — implying that older individuals are out of touch.
Nearly half of those surveyed found humour at the expense of older people offensive, whilst more than a fifth highlighted the harm caused by beauty advertisements framing ageing as a battle to be fought.
The report also raised concerns about targeted advertising, with older audiences being bombarded with promotions for end-of-life services such as funerals and care homes — reinforcing feelings of invisibility. Categories including fashion, beauty, technology, and household goods were flagged for underrepresenting or entirely omitting older consumers, despite their significant and growing purchasing power and increasingly varied lifestyles.
A Missed Opportunity for Brands
The commercial implications of these findings are as significant as the ethical ones. Older consumers represent one of the most financially powerful demographic groups in the UK — and brands that rely on lazy stereotypes are not just causing offence, they are actively forfeiting the opportunity to connect with this audience.
A Professional Academy marketing professional, reflecting on these findings, shared this perspective: "It is disheartening to see this is rife in our world and in today's society, which we would hope to be more enlightened. Advertisements like those criticised by the ASA are completely missing the mark. Instead of positively engaging with customers, they actively alienate a key market. Older consumers, as the ASA notes, are living longer, richer, and leading more varied lives. By clinging to stereotypes of grumpiness, isolation, or technological ineptitude, brands are not only risking offence but also forfeiting the opportunity to connect authentically with this demographic."
As Kam Atwal, the ASA's research lead, aptly stated: "Our research reveals that some of today's portrayals of older people in advertising are not being received positively, and that the public wants ads to better reflect the varied lives older people lead today."
What We Teach at Professional Academy
This is not what we teach at Professional Academy. Our CIM-aligned marketing qualifications — including Content Marketing, SEO, Social Media Marketing, and Paid Search Management — emphasise the importance of understanding and respecting diverse audiences. We train our students to craft campaigns that reflect real people, celebrating individuality and inclusivity rather than relying on lazy stereotypes.
Developing professional marketers means fostering creativity and empathy, ensuring advertising resonates with all age groups and avoids perpetuating harm. Our programmes challenge learners to think beyond outdated norms, using data and insights to target audiences effectively whilst maintaining the highest ethical standards.
This commitment extends beyond the classroom. Sessions led by tutors such as Christopher Journeaux FCIM explore how marketers can challenge industry norms, use data responsibly, and craft campaigns that genuinely connect with audiences across every demographic.
A Call for Change
The ASA report is a reminder that responsible marketing is not just a nice ideal — it is a professional and commercial imperative. Brands that fail to represent their audiences accurately and respectfully are falling behind, both ethically and commercially.
At Professional Academy, we believe marketing should uplift and engage, not diminish or offend. By training marketers to avoid these pitfalls, we aim to drive a shift towards more responsible and effective advertising practice — one that celebrates diversity and empowers every consumer, regardless of age.
As we move forward, we invite brands and marketers to join us in rethinking how we portray age in advertising. The future of marketing lies in campaigns that celebrate diversity, reflect reality, and build genuine connections with audiences — starting with the skills and values we cultivate at Professional Academy.
How Professional Academy Supports Your Journey
Ready to develop your marketing expertise with an ethical edge? Explore our CIM qualifications and marketing apprenticeships to start building the skills that make a real difference — to your career, your organisation, and the people your campaigns reach.
Reference: UK watchdog criticises 'offensive' portrayal of older people in adverts — Advertising Standards Authority, June 2025.
